Note from Dan: Today’s Chicago Brander post is from guest blogger Steve Congdon of Thunderclap Consulting Group. Drawing on the experience of over 200 pitches, Thunderclap helps marketing communications agencies and other professional service firms win more new business. I’ve had the pleasure of meeting Steve and find his blog a must-read for anyone seeking a better way to get into more pitches and improve their close ratio. Call him at 773.637.5203. You’ll thank me after a conversation with Steve.
- When you think Chicago and personalities, what comes to mind?
- A what-you-see-is-what-you-get kind of mentality? Da Bears? An Everyman quality?
- Is there a Chicago style of prospecting and salesmanship?
- And, if there is, how might be it applied?
Here are three quick thoughts:
No matter what is being sold, conversations lead to understanding, which can lead to sales. In my world, ad agency new business development, going belly to belly could mean exchanging a phone call with an in-person meeting. Or, adding a social event to the pitch process that augments your understanding of “your prospect.” The more you know you know about these people, the more you can understand if you want them as a client and how to make that happen.
Work a bit harder.
For brand stewards, this can mean offering up something free. For business development professionals, it could suggest doing something unexpected, but helpful for your prospect. Like, for instance, writing up an analysis on some competitive activity. Or sending an email past 9p with a relevant link to a cool online story.
Another Midwestern trait. For now, let’s define this as being yourself. Can you imagine George Wendt making a stiff, formal presentation – using huge words that tie him up, making both him and his audience uncomfortable?! Nah. It’s just not his brand.
While I honestly think there may be some positive qualities that prospects might be willing to apply to you when you associate yourself with a “Midwest” or Chicago label, these are more likely to affect business success early in the sales game. By that, I mean the label creates perceptions before you even meet someone. Not a bad thing. Certainly nothing “second” about it, (he wrote proudly).
And, of course, you don’t have to be from these here parts to try any of the above. I happen to know people from both coasts who are very nice, despite wanting ketchup on their hot dog.
So what do you think? Is there a “Chicago Style” of business development? And if so, what are those traits?